Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Footwear in Japan

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Executive Summary

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PROSPECTS

Footwear sales stagnate in 2017

Footwear sales stagnated in 2017 despite the popularity of sports shoes, with both men's and women's footwear struggling. This is partly the result of declining retail volume sales due to the constant decline in population.

Athleisure trend will continue to impact future sales

The popularity of sports shoes is likely to continue over the forecast period due to active promotion of the 2020 Tokyo Olympic Games as well as heightened awareness of healthy lifestyles. In both men's and women's products, running shoes are particularly popular among young consumers, while walking and hiking shoes are popular among middle-aged and older consumers.

Internet retailing has less significant impact on category

Apparel and footwear specialist retailers remains the key distribution channel in this category. Unlike other apparel and footwear categories, internet retailing is expected to grow only marginally due to the nature of the products that require fitting.

COMPETITIVE LANDSCAPE

Nike continues to lead the category in 2017

Nike performed well over the review period as the leading company in the category, and the only player with a double-digit value share. Nike focuses on performance footwear and enjoys attention from a wider age range of consumers interested in sports and healthy lifestyles.

adidas performs well, ranking second

adidas ranked second in this category in 2017, and focuses on sports-orientated consumers who enjoy running, hiking, and walking. The company opened a new store in Tokyo Shinjuku where consumers can test the soccer boots by actually playing soccer in the store.

Asics follows in third position in 2017

Asics ranked third in footwear in 2017 following increased attention due to its activity as official partner with the Tokyo Olympic Games in 2020. The company opened a new store in Tokyo Harajuku with a special focus on running, offering a variety of running shoes for both men and women.

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